YouTube is expanding its likeness detection tool, first introduced in October, to millions of creators in the YouTube Partner Programme as AI-manipulated content becomes more prevalent. The tool uses creators' biometrics to help remove AI-generated videos that exploit their likeness, but experts have warned that it also allows Google to train its AI models on that sensitive data. By tying the tool to Google's privacy policy, YouTube has left the door open for potential future misuse of creators' biometrics.
To use the tool, YouTube requires creators to upload a government ID and a biometric video of their face, which the system then uses to scan videos across the platform to identify where a creator's face may have been altered or generated by AI. YouTube is rolling out the deepfake detection tool, following an initial test phase that involved several influential figures gaining access to the pilot programme. The policy states that public content, including biometric information, can be used to help train Google's AI models and build products and features. Loti CEO Luke Arrigoni said the risks of YouTube's current biometric policy are enormous, and both he and industry expert Neely stated they would not currently recommend that any of their clients sign up for likeness detection on YouTube.
YouTube told CNBC that Google has never used creators' biometric data to train AI models and is reviewing the language used in the tool's sign-up form to avoid confusion. In April 2025, Loti closed a 16.2 million dollar Series A funding round after opening its product to the general public, demonstrating the growing market for third-party likeness protection services as creators seek alternatives to platform-provided tools with potentially problematic privacy policies.
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Sources:
1. https://www.cnbc.com/2025/12/02/youtube-ai-biometric-data-creator-deepfake.html
2. https://www.thewrap.com/youtube-ai-likeness-detection-tool-rollout/
3. https://www.biometricupdate.com/202512/google-allows-biometrics-for-youtube-likeness-detection-to-be-used-in-ai-training
